Meet Avril and Rail V., the couple of virtual ambassadors designed for AW LAB’s street brand VRL to answer an ordinary brief in an extraordinary moment.

CLIENT: AW LAB

PROJECT: ADVERTISING

YEAR: 2020

Meet the couple of virtual ambassadors designed to answer an ordinary brief in an extraordinary moment.

Struggles are opportunities, that is what communication is all about. In this case we received the request to think of a photographic campaign for AW LAB’s street brand VRL and that’s a task we’re well acquainted with. In the last years we’ve developed several retail and digital campaigns for the brand, all featuring real models.

This time though, it was the end of February 2020 and we felt that our usual approach could lead to huge production problems. In a few weeks in fact, gathering a crew to set up a shooting was not only unsafe, but also illegal.

So our decision to design two virtual characters that could wear VRL’s apparel turned out to be the perfect solution but also a whole new world, rich in opportunities, truly worth exploring. Avril and Rail V. are not just models but two ambassadors representing AW LAB’s values, style and attitudes. They are young, thay have a life rich in interests, they play music and sports, and e-sports, they travel, they share. From what began as an exercise of problem solving we came out with a long term communication format.

Here we present the couple’s first public appearance, but new projects featuring them are already in progress. We have a feeling we’ll keep seeing them, even after the lockdown.